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[Company Name]

Competitive Analysis
Competitive Analysis
Overview

• A competitive analysis is a formal evaluation of the Contents


businesses that compete, directly or indirectly, with your own. 1. Industry Analysis
• Objectives: 2. Competitor Discovery

1. Provide the necessary intelligence to inform strategic 3. Competitor Segmentation


decision making
4. Competitor Review
2. Illuminate your own strengths and weaknesses
5. Recommendations
3. Reveal opportunities where you can gain competitive
advantage
4. Enable your team to better understand your industry in
order to effectively achieve your objectives
Industry Analysis

TWO AREAS OF FOCUS:

1. Research on [Industry name]


• Understand current challenges and opportunities
• Understand customers’ profiles
• Identify opportunities that can influence testing plan

2. Research on [marketing objective, i.e. lead generation] tactics


• Review of relevant marketing reports with insight information about latest tactics and trends
Industry Analysis

[INFORMATION TYPE]
• Access industry type information using
Google, Forrester, e-marketer, et cetera: Relevant Chart
• Consumer budgets
• Consumer awareness
• Sales cycles
• Benchmarks (CR, CTR, CPC, Open Rates)
• Trends
• Social media Relevant Chart
Industry Analysis

ENVIRONMENTAL FORCES
Threat of new
entrants
• Evaluate the industry according to
Porter’s Five forces:
• Threat of new entrants

• Bargaining power of buyers Bargaining power


of suppliers
Rivalry among Bargaining power
of buyers
existing competitors

• Threat of substitute products or services

• Bargaining power of suppliers

• Rivalry among existing competitors Threat of substitute


products or services
Industry Analysis

ENVIRONMENTAL FORCES
Threat of new
entrants
• HIGH threat of substitutes
• List of companies

• List of companies
Bargaining power Rivalry among Bargaining power

• How to counteract this threat: of suppliers existing competitors of buyers

• Point of analysis

• Point of analysis
Threat of substitute
• Point of analysis products or services
Competitor Discovery

ONLINE SEARCH LANDSCAPE


Keyword 1 Keyword 2 Keyword 3 Keyword 4
• Who competes for the same
market space as [company]?
• This question can be partially

Paid
answered by conducting online
searches with a diverse group
of relevant keywords
• Keywords associated with

Organic
potential customers’
motivations
Competitor Segmentation

Using the competitors identified in online search results, we will segment the competitive
landscape in terms of [number] determinant attributes:
1. Attribute one
2. Attribute two
3. Attribute three

We chose these determinant attributes for several reasons:


• Traffic volume is a good indicator of current success
• [If not traffic, then Reason 1]
• [Reason 2]
Competitor Segmentation (option 1)

OBSERVATIONS 350,000+
Shutterstock
Fotosearch
iStock Photo Dreamstime 123rf
depositphoto
• Point of analysis
• Point of analysis Getty Images

Unique Visitors
fotolia
• Point of analysis SuperStock

bigstockphoto

• Point of analysis Veer


Corbis Images Thinkstockphotos

RGB Stock
Alamy
ImageSource StockFresh
BlendImages

0 5
Value Proposition Communication Score
Low High
Competitor Segmentation (option 2)

OBSERVATIONS High

• Point of analysis
120,000

Pimsleur

• Point of analysis Busuu


Rosetta
Stone
90,000

Unique Visitors
• Point of analysis Pimsleur

Transparent
• Point of analysis 60,000 Language

Mango Berlitz
LEGEND Languages
• Bubble size: number of languages offered 30,000
Voxy
• Color: competitor business model
Ouino
• One-time buy Michael
• Subscription Thomas
• Color shade: Value presentation score Low
• Light colors = weak VPS $0 $1,200
• Strong colors = strong VPS Price
Low High
Competitor Segmentation (option 3)

● Dovico
DIRECT COMPETITION
● Intacct ● Certify
• Point of analysis
● Cyma ● BellWetherCorp • Point of analysis
● Peachtree
● Avidian (NetSuite) • Point of analysis
Accounting
● Asapsystems
Pimsleur
Sales & • Point of analysis
Inventory Expenses
● ClearlyInventory
●SpendMap (Sage)
● Fishbowl Company X
● Gigatrak
Invoicing
Full
Service Payroll ● OpenAir INDIRECT COMPETITION
(NetSuite)
●SageAbra (Sage)
● Quickbooks • Point of analysis
● Syspro
● HarrisData • Point of analysis
● NetSuite
●Kronos
●Sure Payroll • Point of analysis
● SAP ● SageMAS (Sage)
• Point of analysis
Competitor Review

Based on [segmentation variables] and competitive market, we have identified the following close
competitors whose strengths you can gain valuable insight from:
• [Competitor 1]
• [Competitor 2]
• [Competitor 3]
• [Competitor 4]
We will examine these competitors in several key areas paying close attention to strengths that we
can learn from:
• [Key area 1, e.g. “Lead generation tactics”]
• [Key area 2]
• [Key area 3]
Competitor Review – Lead Generation Tactics

[COMPETITOR]:
• Point of analysis
Relevant Screenshot
• Point of analysis
• Point of analysis
• Point of analysis

Relevant Screenshot
Recommendations

[KEY AREA OF STUDY 1]


• Big picture recommendation X
• Detail recommendation 1
• Detail recommendation 2
• Detail recommendation 3

• Big picture recommendation Y


• Detail recommendation 1
• Detail recommendation 2
• Detail recommendation 3
Recommendations

[KEY AREA OF STUDY 2]


• Big picture recommendation X
• Detail recommendation 1
• Detail recommendation 2
• Detail recommendation 3

[KEY AREA OF STUDY 3]


• Big picture recommendation X
• Detail recommendation 1
• Detail recommendation 2
• Detail recommendation 3
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